A William Hill advertisement that appeared as a message to users of the dating app Tinder was banned this week by the UK’s Advertising Standards Authority. The ad read, “Stuck in the friend zone? You won’t be much longer if you use this Cheltenham free bet offer.” It then proceeded to spell out details of a horse racing bet promotion.

Though the ad might not seem problematic to some, the advertising code of conduct overseen by the ASA says commercial materials may not “link gambling to seduction, sexual success, or enhanced attractiveness.” Whether this was what William Hill intended or not, the ad could be interpreted as implying that winning money betting on horses will translate to success in the bedroom.

The AGA’s new code does not specifically reference sexual materials and would not necessarily have a direct application to the William Hill-Tinder incident — other than perhaps a vague statement that “messages should adhere to contemporary standards of good taste that apply to all commercial messaging.”

“We are setting a high bar for sports betting advertising,” said AGA President and CEO Bill Miller, “and will continue to ensure that everyone involved in the expansion of legalized sports betting across the country — gaming operators, sports leagues and teams, broadcasters, and other businesses — rise to this standard.”

From the friend zone to the banned zone

The William Hill ad in question was first used in March, after which a customer complained and the gambling operator initially defended the message to Tinder users. The company claimed the “Stuck in the friend zone?” marketing device was meant to suggest that customers taking advantage of the Cheltenham offer would be taking their relationship with William Hill to the next level.

The ASA wasn’t buying it — or at least felt strongly that the ad could be interpreted as something of a more sexual nature. So William Hill removed the ad without further back and forth.

It’s all a bit silly, but if the gambling industry is pursuing a cleaner image, it makes sense to swipe left on marketing initiatives such as this. Presumably, this sets a precedent that will diminish the likelihood of any sort of future co-mingling of the phrases “sports betting” and “sex scandal” in the U.S.

Eric is a veteran writer, editor, and podcaster in the sports and gaming industries. He was the editor-in-chief of the poker magazine All In for nearly a decade, is the author of the book The Moneymaker Effect, and has contributed to such outlets as ESPN.com, Grantland.com, and Playboy. Contact Eric at eraskin@usbets.com.